The city of Ghent has broken down the barriers to cycling and moved it into the mainstream with a range of initiatives designed to get people out of their cars and onto their bikes. This has included creating a car-free city centre and extensive development of the cycling network. Promotional activity including a subsidised student bike hire facility and a range of innovative marketing and information initiatives have helped reinforce cycling’s dominance in the city: nearly a fifth of all journeys to work and school in the city are now made on two wheels.